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Power
Scaling and Measurement
James M. Comer, University of Cincinnati, Editor

Comparing Alternative Measures of the French and Raven Power Bases
John T. Drea, Gordon C. Bruner II and Paul J. Hensel Twenty-five multi-item scales used to measure power sources anchor exercised power in a sales or channel setting are reviewed. The procedures for assessing the reliability and validity (convergent, discriminant, and nomological) of each scale are discussed and reviewed. Findings indicate adequate reliability for all ofthe scales. Problems in the establishment of validity for some ofthe coercive and legitimate power measures are noted. Recommendations are made regarding the use and improvement of power scales in future research.
The measurement of power is central to understanding the behavior of organizations and individuals. Power is commonly defined as "the ability of one individual or group to control or influence the behavior of another" (Hunt and Nevin 1974). Power has served as an important construct because of its hypothesized relationship to other variables such as satisfaction, role performance, and conflict. However, despite its importance, measures of power have received relatively little critical comparison and analysis. Additional research is needed into creating and testing valid and reliable multiitem scales for measuring power (Podsakoff and Schriesheim 1985). The purpose of this article is to examine alternative Likert-type summated ratings scales purported to measure the French and Raven (1959) bases of social power. The convergent, discriminant, and nomological validities of each ofthe power constructs will be examined using the criteria proposed by Peter (1979,1981), ChurchiU (1979; and Peter 1984), Gerbing and Anderson (1988), and Bagozzi and Yi (1991). Conclusions are drawn regarding the reliability and validity of each scale, and recommendations are made regarding the most sound measures as well as future scale development.

Methodology
A



References: Bagojzi, Richard P. and Lynn W. Phillips (1982). "Representing and Testing Organizational Theories: A Holistic Construal," Administrative Science Quarterly, 27 (September). 459-489. and Youjae Yi (1991), "Multitrait-Multimethod Matrices in Consumer Research," Journal of Consumer Research, 17 (March), 426-439. Burke, R. J. and D. S. Wilcox (1971), 'Bases of Supervisory Power and Subordinate Job Satisfaction," Canadian Journal of Behavioral Sciences, 3, 183-193. Busch, Paul (1980), "The Sales Manager 's Bases of Social Power and Influence on the Sales Force," Journal of Marketing, 44 (Summer) 91-101. Campbell, Donald R. and Donald W. Fiske (1959). "Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix," Psychological Bulletin, 56, 81-105. Churchill, Gilbert A. Jr. (1976), Marketing Research: Methodological Foundations, Hinsdale, IL: Dryden. (1979), 'A Paradigm for Developing Better Measures of Marketing Constructs, ' Journal of Marketing Research, 16 (February), 64-75. and J. Paul Peter (1984), "Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis," Journal of Marketing Research, 21 (November), 360-375. Cohen, Joel B. (1979), "Explonng Attitude Construct Validity: Or Are We?" in Advances in Consumer Research Volume 6, W. L. Wilkie, ed., Ann Arbor: Association for Consumer Research. Comer, James M. (1984), "A Psychometric Assessment of a Measure of Sales Representatives ' Power Perceptions," .Journal of Marketing Research, 21 (May), 221-225. Cronbach, Lee J. (1971), Test Validation," m Educational Measurement Second Edition, R. L. Thomdike, ed. Washington, D.C.: American Council on Education. French, John R. P. and Bertram H. Raven (1959), T h e Bases of Social Power," in Studies in Social Power, Dorwin Cartwright, ed., Ann Arbor: University of Michigan Press. Gaski, John F. (1986), "Interrelations Among a Channel Entity 's Power Sources: Impact on the Exercise of Reward and Coercion on Expert, Referent, and Legitimate Power Sources." Journal of Marketing Research, 23 (February), 62-77. and John R. Nevin (1985), "TTie Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel," t/ourmj/ of Marketing Research, 22 (May), 130-142. Conclusions The development of valid measures of power sources is a challenging but important undertaking since the accurate testing of hypotheses is contingent upon the strength of the measures used. The decade of the 1980s produced numerous multi-item measures that possessed satisfactory internal consistency. However, much less was achieved in the establishment of convergent, discriminant, and nomological validities for these scales. More effort needs to be focused in future research on measurement of the legitimate power construct. Scales attempting to capture this base of power have generally had lower reliability and weaker evidence of nomological validity compared to measures of the other power bases. There is even evidence that legitimate power as previously conceptualized has a bi-dimensional rather than a unidimensional structure (Comer 1984; Kohli 1989). The most complete testing of construct validity to the present has been performed by Comer (1984), who provided considerable data concerning the reliability and dimensionality of each scale. Internal consistencies were generally high and the procedures used for establishing construct validity were both comprehensive and rigorous. The evidence indicated that the reward, expert, and referent power scales were both reliable and valid. However, the legitimate and coercive power measures did not correlate with the other measures as expected and, as noted above, the measure of legitimate power was found to be bi-dimensional. Taking all of the evidence presented here into account, the scales reported by Gaski (1986; Gaski 80 Journal of Personal Selling & Sales Management Michie, Donald A. and Stanley D. Sibley (1985), "Channel Member Satisfaction: Controversy Resolved,"«7ca»maio/t/i« Academy of Marketing Science, 13 (Spring), 188-205. Nimnally, Jum (1978), Psychometric Theory, New York: McGraw Hill. Peter, J. Paul (1979), "Reliability: A Review of Psychometric Basics and Recent Marketing Practices," Journal of Marketing Research, 16 (February), 6-17. (1981), "Construct Validity: A Review of Basic Issues and Marketing Practices," Journal of Marketing Research, 18 (May), 133-145. Podsakoff, Hiilip M. and Chester A. Schriesheim (1985), 'Field Studies of French and Raven 's Bases of Power: Critique, Reanalysis, and Suggestions for Future Research," Psychological Bulletin, 97 (3), 387-411. Raven, Bertram H. (1965), "Social Influence and Power," in Current Issues in Social Psychology, Ivan D. Steiner and Martin Fishbein, eds.. New York: Holt, Rinehart, and Winston. and Arie W. Kruglanski (1970), "Conflict and Power," in The Structure of Conflict, Paul Swingle, ed.. New York: Academic Press. Schu., Patrick L., Steven J. Remington, and Robert L. Berl (1990), "Assessing Gender Differences in Relationships Between Supervisory Behaviors and Job-Related Outcomes in the Industrial Sales Force," Journal of Personal Selling and Sales Management, 10 (Summer), 1-16. Oerbing, David W. and James C. Anderson (1988), "An Updated Paradigm for Scale Development Incorporating Unidimen(ionality and Its Aasessment, ' Journal of Marketing Research, 25 (May), 186-192. Hinkin, Timothy R and Chester A. Schriesheim (1989), "Development and Application of New Scales to Measure the FVench and Raven (1959) Bases of Social Power,* Journal of Applied Psychology, 74 (4), 561-567. Holzbach, Robert Lawrence Jr. (1974), "An Investigation of a Model for Managerial Effectiveness: The Effects of Leadership Style and Leader Attributed Social Power on Subordinate Job Performance," Dissertation, Carnegie-Mellon University. Hunt, Shelby D. and John R Nevin (1974), "Power in a Channel of Distribution: Sources and Consequences," Journal of Marketing Research, 11 (May), 186-193. John, George (1984), "An Empirical Investigation of Some Antecedents of Opporttinism in a Marketing Channel," Journal of Marketing Research, 21 (August), 278-289. Kohli, Ajay (1989), "Determinamts of Influence in Organizationcd Buying: A Contingency Approach," Journal of Marketing, 53 (July), 50-65. Lusch, Robert F. (1977), "FVanchisee Satisfaction: Causes and Consequences," International Journal of Physical Distribution, 7, 128-140.

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